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The Chemical Connection: An Exhibitor’s View of IPC APEX EXPO

When I learned this issue would be dedicated to optimizing the bare board fabricator’s experience at the IPC APEX EXPO 2024, I thought it would be an easy column to write. With more than 40 of these shows under my belt, I didn’t think it would be too difficult to come up with a list of dos and don’ts to make your visit to an exhibitor’s booth worthwhile.

However, after giving it some thought and then consulting with some of my colleagues, I found that from an exhibitor’s point of view, there are an awful lot of dos, and not many don’ts. The whole point of being at the show in the first place is to introduce new products, meet and talk with old customers, and introduce yourself and your product to potential new customers. Therefore, your welcome at any vendor's booth is all but assured. So, what can you do to make your visit even more useful?

Say Hello
Don’t be afraid to stop at a booth just to chat. It never hurts to find out what’s new and trending with that vendor; it just might give you some ideas for future projects or improvements for your own company. It’s always good to renew acquaintances, put faces to names you may have only spoken to on the phone, and introduce new staff or hires that may be interfacing with that vendor. This is especially important with capital equipment suppliers where long stretches of time may pass between contacts. A personal touch always makes communication easier.

Get Into the Details
An exhibitor will always be happy to enter any discussion that could possibly lead to a purchase order. If you wish to discuss a new project, it is helpful to be as detailed and concise as possible. Sometimes, we take security and confidentiality a little too far, and that can interfere with clear communication. The more detail you supply on what the goals for your project are and what the specifications are for the final project, the easier and faster the vendor can determine which, if any, of his products or processes can help meet your goals. From there, serious discussion can begin on possible configurations and price estimates. Future negotiations to finalize products and prices will be easier and quicker if a solid start is made at the show.

Give Feedback
Believe it or not, constructive criticism is appreciated, if not always received enthusiastically. Don’t be afraid to point out what you consider deficiencies in the vendor’s product (in a professional and friendly way, of course). If the vendor is unaware of a problem, he can’t fix it. For example, just last week we met with a customer who had purchased five identical pieces of equipment over the past four years for a special project. The project took off, and they are currently building a new plant to double their capacity. They will have to order at least five more pieces of equipment to put in the new building and are concerned about downtime based on the equipment they already have. They listed all the downtime from the past two years of operation and the reasons for that downtime.

Our teams from engineering, process, and sales met with them at their facility, and we went over each reason for downtime. A frank and honest discussion ensued (as the politicians say), and within two hours we had come up with fixes and possible solutions for any new equipment to be purchased for the new plant. This was a win/win situation for both of us. We learned how to make more reliable equipment for their process, and they will benefit from less downtime and more productivity. Any vendor should be willing to talk about problems encountered using their product and ways to avoid or eliminate them, so don’t hesitate to ask about them. If they are unwilling, perhaps it’s time to find a new vendor.

It should be obvious that approaching any criticism with anger and belligerence is likely to be counterproductive. No one likes having their deficiencies screamed in their face, which makes them more likely to dig in their heels and temporize rather than look for solutions. Express your concerns, but try to keep your frustrations in check, and it is more likely that a mutually agreed-upon solution to the problem will be found in good time.

Be Prepared
In short, the best way to optimize your time at the show is to be organized before you go. Make a list of the exhibitors you want to visit and what you want to talk about. If you need time for a serious talk, visit the booth as early as possible and set a time to meet later, avoiding time wasted while waiting for the person to disengage from their previous contacts. Sometimes visiting a booth later in the show (Wednesday afternoon or Thursday morning) might not be a good idea as some people are getting tired or cranky from trying to look alert and interested after 16 hours in the booth (not me, of course). On the other hand, in the later hours of the show, some people are happy to have someone to talk to after the traffic dies down. You take your chances.

Have a good show.

This column originally appeared in the February 2024 issue of PCB007 Magazine.